President Cindy Larsen says they’ll now be known as the Muskegon Lakeshore Chamber of Commerce.

“It does seem simplistic in a way that a name change could make such a difference. But people put a lot of time and energy when they think about the names of their companies of their children, of anything that they name. So a name does make a difference.”

Larsen says they hope adding ‘lakeshore’ to their name will give people a positive visual image that better reflects the region’s identity.